Digital signage solutions are revolutionizing the way brands are promoted in-store. A recent article in the UK’s Grocer magazine revealed that brands are throwing away money on in-store price discounts. Research by the Institute of Promotional Marketing revealed that brands offering on-pack promotions where customers can claim cash back online was a cheaper way to drive volume sales than offering a straight pack discount.
Brands are benefiting, as are the stores running the promotions. But stores can do more to grow sales simply by using digital signage to direct customer attention to brand promotions. Equally, brands have an opportunity to include digital signage content (and hardware) as part of their in-store display to help raise the profile of their promotions.
Digital Signage options for stores
An LCD screen delivering a digital signage campaign to promote the on-pack promotion is sure to drive more sales. Screens can be mounted on a unit next to the pack promotion, or positioned end of aisle. As companies like JML have proven, in-store visuals sell. But unlike JML’s infomercials, brand s and stores have an opportunity here to create a graphic and text-based digital ad-board quickly and at very low cost.
All that is needed is a content creation and distribution system, and an LCD screen. The main cost is going to be the LCD screen. That said we’re only talking of a $100-$200 investment per screen. Content publication and distribution systems from reputable providers can be downloaded for free.
How will it work?
Content creation systems allow you to upload digital content (images, text, audio), arrange it on-screen, edit it and add text and other formatting options. Software like the digital signage system from Signagelink provide templates for retail environments. It’ll give you a head start, and makes it easy to publish content to LCD screens via a digital player.
Distribution is via a LAN, WAN, Intranet or the Internet. There are no cables, and the only power source needed is for the LCD screen. Once your network is set up, content creation to distribution on-screen takes just a few minutes.
The latest trade promotions survey conducted by Ebiquity and The Grocer revealed that some two-thirds of brands questioned use pack promotions to drive over 40% of their sales turnover. Don’t miss out on this opportunity to drive more volume sales on each of your FMCG promotions.
